Advertisement scheme for use with interactive content

ABSTRACT

A method for use in advertising includes initiating playing of interactive content, suspending playing of the interactive content, displaying an advertisement, and resuming playing of the interactive content. A computer program product includes a medium embodying a computer program for causing a computer to perform these operations, and a system for use in advertising includes a display and a processing system configured to perform these operations.

CROSS-REFERENCE TO RELATED APPLICATIONS

This application is a continuation of U.S. patent application Ser. No.13/189,219, filed on Jul. 22, 2011, entitled “ADVERTISEMENT SCHEME FORUSE WITH INTERACTIVE, CONTENT”, which is a continuation of U.S. patentapplication Ser. No. 11/558,348, filed on Nov. 9, 2006, now U.S. Pat.No. 8,000,581, entitled “ADVERTISEMENT SCHEME FOR USE WITH INTERACTIVECONTENT”, the entire disclosures of which are both hereby fullyincorporated by reference herein in their entireties.

BACKGROUND OF THE INVENTION

1. Field of the Invention

The present invention relates generally to advertising, and morespecifically to advertising in interactive content, such as video gamesand the like.

2. Discussion of the Related Art

One traditional form of advertising is the television commercial. Suchtelevision commercials typically consist of brief advertising spots thatrange in length from a few seconds to several minutes. The commercialsappear between shows and interrupt the shows at regular intervals. Thegoal of advertisers is to keep the viewer's attention focused on thecommercial.

Advertising has also been used in video games. Such advertising oftentakes the form of advertisements that are inserted and placed onbillboards, signs, etc., that are displayed in the scenes of the game.

It is with respect to these and other background information factorsthat the present invention has evolved.

SUMMARY OF THE INVENTION

One embodiment provides a method for use in advertising, comprising:initiating playing of interactive content; suspending playing of theinteractive content; displaying an advertisement; and resuming playingof the interactive content.

Another embodiment provides a computer program product comprising amedium for embodying a computer program for input to a computer and acomputer program embodied in the medium for causing the computer toperform steps of: initiating playing of interactive content; suspendingplaying of interactive content; displaying an advertisement; andresuming playing of the interactive content.

Another embodiment a system for use in advertising comprising: adisplay; a processing system configured to initiate playing ofinteractive content, suspend playing of the interactive content, displayan advertisement on the display, and resume playing of the interactivecontent.

A better understanding of the features and advantages of variousembodiments of the present invention will be obtained by reference tothe following detailed description and accompanying drawings which setforth an illustrative embodiment in which principles of embodiments ofthe invention are utilized.

BRIEF DESCRIPTION OF THE DRAWINGS

The above and other aspects, features and advantages of embodiments ofthe present invention will be more apparent from the following moreparticular description thereof, presented in conjunction with thefollowing drawings wherein:

FIG. 1 is a flow diagram illustrating a method for use in advertising inaccordance with an embodiment of the present invention;

FIGS. 2A, 2B, 2C and 2D are screen shots illustrating exampleindications that the playing of the interactive content will besuspended that may be used in accordance with embodiments of the presentinvention;

FIG. 3 is a screen shot illustrating an example advertisement that maybe played in accordance with embodiments of the present invention;

FIG. 4A and 4B are screen shots illustrating example indications thatthe playing of the interactive content will be resumed that may be usedin accordance with embodiments of the present invention;

FIG. 5 is a block diagram illustrating a network that may be used torun, implement and/or execute the methods shown and described herein inaccordance with embodiments of the present invention; and

FIG. 6 is a block diagram illustrating a computer system that may beused to run, implement and/or execute the methods shown and describedherein in accordance with embodiments of the present invention.

DETAILED DESCRIPTION

Embodiments of the present invention provide an advertisement scheme foruse with interactive content, such as for example video games,entertainment software, or any other type of interactive content. Insome embodiments, during game play, the game slows down, then stops, anda commercial is played. The user may be given an indication or otherwarning that a commercial is coming. By way of example, the indicationmay comprise a slowing down of the game play. This way, when the gameslows down, the user knows to get ready for a commercial, the game thenstops, and the commercial is played. After the commercial, the gameresumes (i.e. starts again). In some embodiments the game may resume byslowly starting again, which allows the user to remember where he or shewas in the game.

Referring to FIG. 1, there is illustrated a method 100 that operates inaccordance with an embodiment of the present invention. The method 100,which may be used in advertising, may be used in any interactiveentertainment system or any content where the user interacts with thecontent.

The method 100 begins in step 102 where the playing of interactivecontent is initiated. In some embodiments, an optional step 104 may beused to provide the user with an indication that the playing of theinteractive content will be suspended. In some embodiments, theindication may comprise a slowing down of the playing of the interactivecontent. For example, in some embodiments, the interactive content maybe played in slow motion before being suspended. In otherimplementations, the slowing down of the content may be gradual so thatthe speed at which the interactive media is played is decreased untilthe playing of the interactive media is suspended.

Various transmission mechanisms may optionally be used to couple playerminds out of (and back into) the game environment. For example, in someembodiments, the indication provided in optional step 104 may comprisedisplaying a warning message, a notice, bell, audio signal, visualsignal, audio-visual signal, or some other indication that alerts a userof an upcoming break, such as a commercial break, in the playing of themedia content. FIGS. 2A, 2B, 2C and 2D illustrate example suspensionindications that may be used in accordance with embodiments of thepresent invention. Namely, In FIG. 2A the game playing on client displaydevice 210 may be gradually slowed down. In FIG. 2B a warning message212 that the game play is about to stop may be displayed on the clientdisplay device 210. In FIG. 2C a visual warning signal such as ablinking light 214 may be used to indicate that game play is about tostop. In FIG. 2D an audio signal played through speakers 216 connectedto the client device may be used to indicate suspension of playing ofmedia.

In step 106 (FIG. 1) the playing of the interactive content issuspended. According to some embodiments, the playing of content may besuspended at predefined times. In other embodiments, suspension ofplaying of interactive content may, occur randomly. During step 106 Whenthe playing of the interactive content is suspended, in someembodiments, a stop point may be recorded referring to the point atwhich the playing of the media content was suspended. This stop pointmay be the time within the media content where the playing of thecontent is suspended, or other such identifiers that may be used toidentify the point within the media content at which the playing issuspended.

In step 108 an advertisement is displayed. By way of example, theadvertisement may be similar to a traditional TV commercial, or maycomprise some other type of advertisement. For example, FIG. 3illustrates an example advertisement 308 played on client display device310. In this example the advertisement 308 is for “Best Brand Soda”having the slogan “You've Got to Try It”?. In some embodiments, theadvertisement may be preselected, randomly chosen, selected based ondemographics, selected based on a user profile or other criteria, orselected by some other process. In embodiments where interactive contentis played on several client devices (discussed below), commercialadvertisements may be played on one or more or all client devices. Insome embodiments, the advertisement may be played on the whole screen.Thus, when the playing of interactive content is suspended, a commercialor other advertisement is played.

In some embodiments, a portion of the content may be replayed beforeresuming the playing of the interactive content. For example, as shownin optional step 110 (FIG. 1), at least a portion of the interactivecontent is rewound prior to the resuming playing of the interactivecontent. That is, a portion of the game may be rewound to replay thelast few seconds or minutes slowly to allow the user to begin playingagain. In some embodiments, the recorded stop point is used, so that aportion of the content before the content is played back in eithernormal speed or slow motion up to the stop point and normal playing ofcontent is resumed after the stop point.

In some embodiments, an indication may be provided alerting the userthat playback of the content is about to resume before resuming playingof the content. The indication may be a notice, an audio indication suchas a bell, an audio visual signal, or other such indications. In someembodiments, objects, targets, scenes, players, scores, or other suchinformation may be highlighted or animated to bring focus into keyelements of the interactive content at the time of resuming playing ofcontent. FIGS. 4A and 4B illustrate example resuming indications thatmay be used in accordance with embodiments of the present invention.Namely, In FIG. 4A a warning message 412 that the game play is about toresume may be displayed on the client display device 410. In FIG. 4B therank 414, score 416 and/or object 418, such as an automobile, may behighlighted or animated to bring focus into those elements of theinteractive content at the time of resuming playing of content.

Next, in step 112 (FIG. 1) the playing of the interactive content isresumed. In some embodiments a signal scheme may trigger and coordinatethe resuming of playing of content to establish a safe and fairtransition. Various transition mechanisms may be used to transition froma suspended state to resuming playing of the content. in someembodiments, the speed of the content may be increased until the speedreturns to its normal speed. In some embodiments, the speeding up may begradual to insure an effective transition.

Embodiments of the present invention may be used in stand alone games orin network gaming environments. Referring to FIG. 5, there isillustrated a system 500 that may be used in implementing a networkgaming environment in accordance with an embodiment of the presentinvention. In the system 500, a plurality of players are able tointeract with each other, such as for example in a network game. Thismay be accomplished by each player operating a client device 502 thathas access to a network 504, such as for example the Internet.

In some implementations, the gaming network may be synchronized using asignaling scheme where a signal is sent to all players on the network tosuspend and play a game. Additionally, signals may be sent to facilitateslowing down or speeding up the playing of the content at the same timeto provide a fair and simultaneous game play environment. Othersynchronization schemes utilizing recording stop points and time stampsmay be used in some embodiments. In network gaming one or more playersmay all see the same or different commercials when game play stops. Inembodiments where different commercials are played synchronizationschemes may be used to ensure that regardless of the commercial that isplaying on each client device the game stops and resumes at the sametime. Such synchronization schemes may also be used to ensure that thegame stops and resumes in a similar manner at all client devices toensure a fair playing environment.

In some embodiments, where a game is played over a network, suspensionof the content, and optionally an indication, may be initiated when theserver transmits a message to all game clients coordinating the statechange. For example, in a network gaming framework, a signal may betransmitted to some or all players to indicate a break and to coordinatethe break in all player units. In some embodiments, the signal schememay trigger and coordinate game functions across the game environment toestablish a safe and fair transition from active game play to a pausestate. In some implementations, the points at which the suspending ofthe playing of the media takes place is pre-recorded and suspending ofthe content is initiated when the players encounter a stop point withinthe content. In some implementations, where media content is beingplayed simultaneously on several client playback devices, a signalscheme, or other schemes, may be used to coordinate the suspension ofthe content on all devices. In other embodiments, the playing of thecontent may be suspended at random points. In some implementations asignal scheme may be used to send a signal causing all client devices tosuspend playing of the content on all client apparatuses.

In embodiments where the content is displayed to multiple clients, thesame advertisement may be played on all client devices, while in otherembodiments different advertisements may be played on some or all of theclient devices. The advertisements that are played on client devices maybe randomly assigned to different devices, or in some implementations,the advertisements specific to some or all of the client devices, basedon a user profile or other criteria, may be sent to those devices.

The methods and techniques described herein may be utilized, implementedand/or run on many different types of computers, graphics workstations,televisions, entertainment systems, video game systems, DVD players,DVRs, media players, home servers, video game consoles, and the like.Referring to FIG. 4, there is illustrated a system 400 that may be usedfor such implementations. However, the use of the system 400 iscertainly not required.

By way of example, the system 600 may include, but is not required toinclude, a central processing unit (CPU) 602, a graphics processing unit(GPU) 604, digital differential analysis (DDA) hardware 606, a randomaccess memory (RAM) 608, and a mass storage unit 610, such as a diskdrive. The system 600 may be coupled to, or integrated with, a display612, such as for example any type of display, including any of the typesof displays mentioned herein.

The CPU 602 and/or GPU 604 may be used to execute or assist in executingthe steps of the methods and techniques described herein, and variousprogram content and images may be rendered on the display 612. Removablestorage media 614 may optionally be used with the mass storage unit 610,which may be used for storing code that implements the methods andtechniques described herein.

However, any of the storage devices, such as the RAM 608 or mass storageunit 610, may be used for storing such code. Either all or a portion ofthe system 600 may be embodied in any type of device, such as forexample a television, computer, video game console or system, or anyother type of device, including any type of device mentioned herein.

While the invention herein disclosed has been described by means ofspecific embodiments and applications thereof, numerous modificationsand variations could be made thereto by those skilled in the art withoutdeparting from the scope of the invention set forth in the claims.

What is claimed is:
 1. A method for use in advertising, comprising:initiating playing of interactive content; suspending playing of theinteractive content; displaying an advertisement; and resuming playingof the interactive content.
 2. A method in accordance with claim 1,further comprising providing a. user with an indication that the playingof the interactive content will be suspended.
 3. A method in accordancewith claim 2, wherein the indication comprises a slowing down of theplaying of the interactive content.
 4. A method in accordance with claim2, wherein the slowing down of the playing of the interactive contentcomprises a gradual slowing down of the playing of the interactivecontent.
 5. A method in accordance with claim 1, wherein the indicationcomprises playing of the interactive content in slow motion.
 6. A methodin accordance with claim 1, wherein the indication comprises a warningmessage.
 7. A method in accordance with claim 1, wherein the resumingplaying of the interactive content comprises a speeding up of theplaying of the interactive content.
 8. A method in accordance with claim7, wherein the speeding up of the playing of the interactive contentcomprises a gradual speeding up.
 9. A method in accordance with claim 1,further comprising a rewinding of at least a portion of the interactivecontent prior to the resuming playing of the interactive content.
 10. Amethod in accordance with claim 1, wherein the interactive contentcomprises a video game.
 11. A method in accordance with claim 1, whereinthe interactive content is played over a network.
 12. A method inaccordance with claim 11, wherein the interactive content is configuredto have multiple users interacting therewith simultaneously.
 13. Amethod in accordance with claim 12, wherein a same advertisement isdisplayed for all of the multiple users.
 14. A method in accordance withclaim 12, wherein a different advertisement is displayed for at leastone of the multiple users.
 15. A method in accordance with claim 1,wherein the suspending playing of the interactive content is performedat a predefined time.
 16. A method in accordance with claim 1, whereinthe suspending playing of the interactive content is performed at arandom time.
 17. A computer program product comprising a medium forembodying a computer program for input to a computer and a computerprogram embodied in the medium for causing the computer to perform stepsof: initiating playing of interactive content; suspending playing of theinteractive content; displaying an advertisement; and resuming playingof the interactive content.
 18. A computer program product in accordancewith claim 17, further comprising providing a user with an indicationthat the playing of the interactive content will be suspended.
 19. Asystem for use in advertising, comprising: a display; a processingsystem configured to initiate playing of interactive content, suspendplaying of the interactive content, display an advertisement on thedisplay, and resume playing of the interactive content.
 20. A system inaccordance with claim 19, wherein the processing system is furtherconfigured to provide a. user with an indication that the playing of theinteractive content will be suspended.